T-Mobile made waves back in 2021 when they automatically set user privacy settings to on by default for sharing customer info with advertisers. It made a lot of people angry then, and a new setting that’s appeared in the same settings is once again enabled by default.

A new toggle has shown up in the T-Mobile “Privacy Center”, and it appears to have first been spotted a month ago on Reddit. The toggle is for allowing “automated profiling” of your user data to analyze and predict how a user might behave, particularly when interacting with support.

This article will dive into what exactly “profiling” is in this context, and how you can opt-out for your account.